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목차/차례

THE COMMODITIZATION
OF STARBUCKS
THE COMMODITIZATION
OF STARBUCKS
紐� 李�
I. �ㅽ�踰낆뒪 �뚭컻

1. �щ챸 �β�β�β�β�β�β�β�β�β�β�β�β�β�β�β�β�β�β�β�β�β�β�β�β�β�β�β�β�� 3

2. 諛쒖쟾 �고쁺 �β�β�β�β�β�β�β�β�β�β�β�β�β�β�β�β�β�β�β�β�β�β�β�β�β�β�� 4

II. �ㅽ�踰낆뒪 �깃났�꾨왂 遺꾩꽍
1. SWOT遺꾩꽍 �β�β�β�β�β�β�β�β�β�β�β�β�β�β�β�β�β�β�β�β�β�β�β�β�Β� 5

1) Strength

2) Weakness

3) Opportunity

4) Threats

2. 媛�移섏궗�щえ��(Value Chain) �β�β�β�β�β�β�β�β�β�β�β�β�β�β�β�β�β�� 8
1) 吏�� 쒕룞(Support Activity)
2) 蹂몄썝...

본문/내용

THE COMMODITIZATION
OF STARBUCKS

THE COMMODITIZATION
OF STARBUCKS

紐� 李�

I. �ㅽ�踰낆뒪 �뚭컻
1. �щ챸 �β�β�β�β�β�β�β�β�β�β�β�β�β�β�β�β�β�β�β�β�β�β�β�β�β�β�β�β�� 3
2. 諛쒖쟾 �고쁺 �β�β�β�β�β�β�β�β�β�β�β�β�β�β�β�β�β�β�β�β�β�β�β�β�β�β�� 4
II. �ㅽ�踰낆뒪 �깃났�꾨왂 遺꾩꽍
1. SWOT遺꾩꽍 �β�β�β�β�β�β�β�β�β�β�β�β�β�β�β�β�β�β�β�β�β�β�β�β��? 5
1) Strength
2) Weakness
3) Opportunity
4) Threats
2. 媛�移섏궗�щえ��(Value Chain) �β�β�β�β�β�β�β�β�β�β�β�β�β�β�β�β�β�� 8
1) 吏�� 쒕룞(Support Activity)
2) 蹂몄썝�� 쒕룞(Primary Activity)
III. 寃곕줎 諛� �쒖뼵 �β�β�β�β�β�β�β�β�β�β�β�β�β�β�β�β�β�β�β�β�β�β�β�β��? 12

洹� 由� 紐� 李�
<洹몃┝ 1> �ㅽ�踰낆뒪�� SWOT �β�β�β�β�β�β�β�β�β�β�β�β�β�β�β�β�β�β�β�β�� 7
<洹몃┝ 2> �ㅽ�踰낆뒪�� ㅻ━�� 嫄곕옒 �댁쁺 諛⑹떇 �β�β�β�β�β�β�β�β�β�β�β�β�� 13

�� 紐� 李�
[�� 1] �먯옄�� 援щℓ 媛��대뱶�쇱씤 �β�β�β�β�β�β�β�β�β�β�β�β�β�β�β�β�β�β�β�� 9
[�� 2] �ㅽ�踰낆뒪 媛먯꽦 留덉�� β�β�β�β�β�β�β�β�β�β�β�β�β�β�β�β�β�β�β��? 11
[�� 3] The Green Apron Book �β�β�β�β�β�β�β�β�β�β�β�β�β�β�β�β�β�β�� 11
[�� 4] �ㅽ�踰낆뒪�� 섍꼍�좎뼵臾� �β�β�β�β�β�β�β�β�β�β�β�β�β�β�β�β�β�β�β��? 12

李멸퀬 �먮즺 �β�β�β�β�β�β�β�β�β�β�β�β�β�β�β�β�β�β�β�β�β�β�β�β�� 14

I. �ㅽ�踰낆뒪 �뚭컻
1. �щ챸
�ㅽ�踰낆뒪�� 3�몄쓽 �숈뾽�� Gordon Bowker, Gerald Baldwin, Zev Siegel�� 19��(�앸왂)

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